Table 1 Overview of research on... | Emerald Publishing

Table 1

Overview of research on engagement

Study	Research focus	Research method	Research setting	Hedonic vs utilitarian service	High vs low engagement
Bowden (2009)	Propose a customer engagement framework for service brands	Conceptual	General with respect to service brands	Hedonic	n/a
Breidbach et al. (2014)	Study the role of engagement platforms for value co-creation, the performance of service and ecosystems, and managing service quality	Conceptual and exploratory (case study)	Online engagement platforms	Hedonic and utilitarian	High
Brodie et al. (2011)	Explore theoretical foundations of customer engagement and derive fundamental propositions to distinguish it from other concepts	Conceptual	n/a	n/a	High and low
Calder et al. (2009)	Study how engagement with online media increases advertising effectiveness	Conceptual and empirical (experiment, causal)	Online advertising	Hedonic (empirical application) and utilitarian	High
Groeger et al. (2016)	Propose the concept of non-paying consumer (e.g., receiving free trials) engagement behaviors and how they might be leveraged to create firm value	Conceptual and empirical (field study, correlational)	Consumer brands in the food industry	Hedonic	High
Harmeling et al. (2017)	Conceptualize customer engagement marketing and test the framework's predictions in a supermarket setting	Conceptual and empirical (survey, correlational)	Empirical application: supermarket	Hedonic	n/a
Hollebeek (2011)	Conceptualize customer brand engagement	Conceptual and empirical (in-depth interviews)	Various consumer goods	Hedonic	High
Hollebeek (2013)	Conceptualize how customer engagement contributes to customer value	Conceptual and empirical (in-depth interviews)	Various consumer goods	Hedonic and utilitarian	High
Hollebeek et al. (2014)	Conceptualize, develop, and validate a scale for consumer brand engagement in social media	Conceptual and empirical (survey, correlational)	Social media	Hedonic	High
Hollebeek and Macky (2019)	Conceptualize the relationship of digital content marketing (DCM) with cognitive, emotional, and behavioral engagement	Conceptual	Digital content marketing	Hedonic and utilitarian	n/a
Jaakkola and Alexander (2014)	Conceptualize the role of customer engagement behavior in value co-creation	Conceptual and empirical (in-depth interviews)	Public transport service system	Hedonic	n/a
Kumar et al. (2010)	Propose that customer engagement value comprises purchase behavior, referral of new customers, behavior to influence other customers, and value added to the firm by feedback	Conceptual	General	n/a	n/a
Kumar and Pansari (2016)	Develop an engagement framework, with focal constructs of customer engagement and employee engagement, and validate framework	Conceptual and empirical (survey, correlational)	Manufacturing and service firms	n/a	High and low
Kumar et al. (2019)	Develop a framework to facilitate customer engagement in service	Conceptual and empirical (in-depth interviews)	Service firms	n/a	n/a
Lehmann et al. (2012)	Develop models of user engagement with online services and establish relations between engagement metrics	Empirical (correlational)	Online services (web pages)	n/a	High
van Doorn et al. (2010)	Develop and discuss the concept of customer engagement behaviors	Conceptual	General	n/a	n/a
Verleye et al. (2014)	Propose and test theoretical model of managerial and psychological processes to encourage customer engagement behaviors that are embedded in a broader network of customers and stakeholders	Conceptual and empirical (survey, correlational)	Nursing home sector	Utilitarian	High
Vivek et al. (2012)	Explore the nature and scope of customer engagement as a component of relationship marketing	Conceptual	General	n/a	n/a
This study	Establish a conceptual model and calibrate it with empirical data for engagement in retirement planning	Conceptual and empirical (field survey)	Retirement planning	Utilitarian	Low

Study	Research focus	Research method	Research setting	Hedonic vs utilitarian service	High vs low engagement
Bowden (2009)	Propose a customer engagement framework for service brands	Conceptual	General with respect to service brands	Hedonic	n/a
Breidbach et al. (2014)	Study the role of engagement platforms for value co-creation, the performance of service and ecosystems, and managing service quality	Conceptual and exploratory (case study)	Online engagement platforms	Hedonic and utilitarian	High
Brodie et al. (2011)	Explore theoretical foundations of customer engagement and derive fundamental propositions to distinguish it from other concepts	Conceptual	n/a	n/a	High and low
Calder et al. (2009)	Study how engagement with online media increases advertising effectiveness	Conceptual and empirical (experiment, causal)	Online advertising	Hedonic (empirical application) and utilitarian	High
Groeger et al. (2016)	Propose the concept of non-paying consumer (e.g., receiving free trials) engagement behaviors and how they might be leveraged to create firm value	Conceptual and empirical (field study, correlational)	Consumer brands in the food industry	Hedonic	High
Harmeling et al. (2017)	Conceptualize customer engagement marketing and test the framework's predictions in a supermarket setting	Conceptual and empirical (survey, correlational)	Empirical application: supermarket	Hedonic	n/a
Hollebeek (2011)	Conceptualize customer brand engagement	Conceptual and empirical (in-depth interviews)	Various consumer goods	Hedonic	High
Hollebeek (2013)	Conceptualize how customer engagement contributes to customer value	Conceptual and empirical (in-depth interviews)	Various consumer goods	Hedonic and utilitarian	High
Hollebeek et al. (2014)	Conceptualize, develop, and validate a scale for consumer brand engagement in social media	Conceptual and empirical (survey, correlational)	Social media	Hedonic	High
Hollebeek and Macky (2019)	Conceptualize the relationship of digital content marketing (DCM) with cognitive, emotional, and behavioral engagement	Conceptual	Digital content marketing	Hedonic and utilitarian	n/a
Jaakkola and Alexander (2014)	Conceptualize the role of customer engagement behavior in value co-creation	Conceptual and empirical (in-depth interviews)	Public transport service system	Hedonic	n/a
Kumar et al. (2010)	Propose that customer engagement value comprises purchase behavior, referral of new customers, behavior to influence other customers, and value added to the firm by feedback	Conceptual	General	n/a	n/a
Kumar and Pansari (2016)	Develop an engagement framework, with focal constructs of customer engagement and employee engagement, and validate framework	Conceptual and empirical (survey, correlational)	Manufacturing and service firms	n/a	High and low
Kumar et al. (2019)	Develop a framework to facilitate customer engagement in service	Conceptual and empirical (in-depth interviews)	Service firms	n/a	n/a
Lehmann et al. (2012)	Develop models of user engagement with online services and establish relations between engagement metrics	Empirical (correlational)	Online services (web pages)	n/a	High
van Doorn et al. (2010)	Develop and discuss the concept of customer engagement behaviors	Conceptual	General	n/a	n/a
Verleye et al. (2014)	Propose and test theoretical model of managerial and psychological processes to encourage customer engagement behaviors that are embedded in a broader network of customers and stakeholders	Conceptual and empirical (survey, correlational)	Nursing home sector	Utilitarian	High
Vivek et al. (2012)	Explore the nature and scope of customer engagement as a component of relationship marketing	Conceptual	General	n/a	n/a
This study	Establish a conceptual model and calibrate it with empirical data for engagement in retirement planning	Conceptual and empirical (field survey)	Retirement planning	Utilitarian	Low